Australian advertising is known globally for going big with their concepts; famously Carlton Draught produced a wonderfully self-referential ad parodying the ridiculously over-the-top methods that brands will go to in order to sell some beer.
KitKat Australia have taken a very different approach recently, taken a break perhaps? [pause for laugh] They have produced an ad which looks like it belongs on the Staff Picks selection of Vimeo. Illustrator Mike Watt was drafted in to create artwork to celebrate the finale of the white chocolate incarnation of everyone's favourite four fingered treat.
The outcome is a series of beautifully crafted etchings created with the final fifty white chocolate bars in the country. One assumes that the art will be displayed in a particularly cool gallery environment, not to generalize about the country's climate but in order to "make something last forever" as the adverts' copy runs, its probably best not to make that thing from a product that has a propensity to melt.
Having said that, if the KitKat bars down under have as much plastic in them as ours they will probably be fine.
This subtle approach to video marketing combining a huge brand with a technical skill, which is then documented in a gentle yet engaging way as I have said, is reminiscent of the art and technical based filmmakers usually found on Vimeo filming subjects who often create things from organic matter and who live in the woods, or live some kind of vaguely bohemian existence except they have an iPhone 5...ironically. 'Hipsters' basically.
The model was used very successfully recently by viral ad posterbrand Oreo with their recent campaign involving the separation of the famous cookie from its creamy centre. Chocolate and sweet ads have always seemed to predominantly involve either obnoxious children or 'cheeky' women.
It is very refreshing to see some brands getting a little more creative with their ads as opposed to just bludgeoning their demographic with obvious clichés and 'money shots' of people stuffing their face. The only downside to this KitKat campaign was the length of the film; they should have been a lot braver and made it longer. Perhaps they should make a chunky version? [applause]